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Digital Dealer Magazine
Thursday, December 27, 2007 Issue 52 VOLUME 2 ISSUE 52


BMW launches new Web site
With an eye toward enhancing its relationship with owners and potential buyers, BMW of North America last week launched a new re-design of its Web site --BMWUSA.com. Using collected (artificial) intelligence technology, BMW says the site will continually personalize the user experience for each consumer.



Featuring extensive CGI capabilities offering more than 130 million options for users to configure a BMW, an efficient interface for sharing and saving videos, and future integration with several other BMW service areas such as BMW Assist and Financial Services -- the new BMWUSA.com offers a one- click-shop that will aim to provide BMW owners (and prospective owners) a seamlessly integrated and individualized online experience.



"Our relationship with our customers is of the ultimate importance to us here at BMW. Our new website is a reflection of that," said Jack Pitney, Vice President of Marketing, BMW of North America. "Today, a website can't just be a static, generic round-up of information. We know that to be valued by our customers -- and our potential customers -- we need to work hard to provide them the information they want and need, and nothing that they don't."



For example, AJAX (Asynchronous JavaScript and XML) technology will increase the site's interactivity, speed, functionality and usability.



The re-designed Web site will also feature content ratings that consumers will use to leave their mark on the site, be heard, and in doing so, assist other site visitors and current or prospective BMW owners. These ratings will help BMW develop a vibrant online community among BMW enthusiasts.



"We approached this not as the re-design of a website, but rather as a full, 360-degree look at how BMW manages its relationship with its customers and potential customers," said Steve Thibodeau, President and Chief Relationship Marketing Officer, dotglu. "We know that for half of the buyers online, the website will be the first direct interaction they will have with BMW. We had to make sure that this interaction was as performance-driven as the cars themselves."



Throughout 2008, BMWUSA.com will be expanding profile management capabilities, building site-customized communication based on five user personas. Such personas will be activated by a collected (artificial) intelligence technology that will enhance and personalize the user experience.



Later in 2008, visitors will be empowered to enjoy a deeper level of interaction with dealers and garner information about dealer-installed accessories more easily than ever before. Every content feature of the new site will be available with one-click access, including user configurations, ratings, maps, videos and car maintenance tools.